5Something required or essential which is lacking A Need . . .ShelterFoodSomething required or essential which is lacking
6? ? ? A Want . . . People can have a variety of needs and wants at the same time.A Want . . .Once a need /want is satisfied, people can concentrate on others.???Something desired but not always essential
7People Do Not Want and Need the Same Things at the Same Time. This difference accounts for the variety of goods and services available.The car you want may not appeal to your neighbor.
8Needs and Wants Change.As you go through life, needs/wants may change or become less important.When you get older, the professional image of a briefcase is desired.In high school you might want a backpack.
9Many Factors Cause Needs/Wants to Change. Educational levelAgeMarital statusParenthoodIncome level
10Many Factors Cause Needs/Wants to Change. Place of residenceInfluence of friends and relativesCultureSeasons of the yearEconomic conditions
11People Buy Goods and Services to Satisfy Needs and Wants. Product:Reasons for buying:People buy the benefits which products/services offer.To be like their friendsFor comfortFor protection
12People Buy Goods and Services to Satisfy Needs and Wants. Product:Reasons for buying:The image they think it representsFuel efficiencyIts ability to handle well in the snow
13People Buy Benefits–Not Features Features are important only in terms of how they benefit the customer.The feature is meaningless if it doesn’t benefit the customer.If customers never drive in the snow, how interested would they be in a car that handles well in the snow?
14People Buy Different Benefits To save timeTo get cleaning power
16Buying MotivesReasons or benefits that cause people to purchase products to satisfy their wants and needs
17A customer needs food and wants a steak at a certain restaurant. Why Buy a Steak?A customer needs food and wants a steak at a certain restaurant.Buying MotivesTo be viewed as a certain type of personTo make business contactsTo socialize with others in age/professional group
18A customer needs clothing and wants to buy a navy blue blazer. Why Buy a Blazer?A customer needs clothing and wants to buy a navy blue blazer.Buying MotivesThe blazer is stylish.Everybody has one.He thinks he looks good in blue.
19Customers Know/Don’t Know Their Buying Motives Why am Ibuying this??
20Knowing customers’ needs, wants, and motives lets you tailor your presentation to each customer.
21Motives ChangeFrom customer to customerFrom time to time
22Jake’s CarsAs empty nesters, Jake’s family wanted a fuel-efficient car that was easy to maneuver.Jake knew he’d be the envy of his friends in a new sports car.As Jake’s family grew, they needed a vehicle with lots of room, comfort, and safety.
25Fear Emotional Motives Feelings, Emotions, Impulses Adventure AffectionAppearanceCustomers often unaware of themEasily influenced by advertising and current stylesChange/VarietyComfort/ConvenienceFearHealthLeisure timePleasureRecreationRecognitionFeelings, Emotions, ImpulsesSocial or group approvalSecurity
26Quality of workmanship/materials AccuracyRational MotivesConveniencePros and consCustomer awarenessBottom lineMoney’s worthDurabilityDependabilityEfficiencyEconomyIncreased productionHealthKnowledgeLow cost/maintenanceProfitQuality of workmanship/materialsReason, Judgment, LogicSafetyServiceSimplicityVersatility
27Relationship of Emotional and Rational Motives CombineConflict
28Rational Motives Emotional Motive Ease of operation Economy Time savingsEmotional MotiveIncreased leisure time
31$We all have emotional motives for buying certain items, but we like to justify spending our money.
32“But I really doneed that gold-platedelectric shaver.”People prefer to believe that they are buying on the basis of rational motives.
33Responsibilities of Salesperson Pointing out benefits that appeal to customer’s rational thinkingComparing lists of rational and emotional motives to find out which motives appear on both listsDetermining if the customer is buying for emotional or rational motivesFocusing sales presentation on the customer’s buying motives
34Patronage MotivesCustomer makes purchases in one business rather than another.These motives can be rational or emotional.Joe’s BakeryKaren’sBaked Goods
35Examples $ Customer services and policies Price Courteous sales staff 90 DaysSame as Cash!PriceCourteous sales staffProductProduct assortmentFashion
36MarkED Acknowledgements Original Developer Christopher C. Burke, MarkEDVersion 1.0Copyright 2000MarkED Resource Center
37Digital-based photography sources: CORBIS CORP.Small BusinessObj. A: #052Photos copyright 1998 Corbis Corp.750 Second Street, Encinitas, CA 92024DIAMARPeople & Lifestyles Vol. 3Obj. A: #PEO_04, #PEO_13, #PEO_16Obj. B: #PEO_03Photos copyright Diamar Interactive Corp.600 University Street, 1701 One Union Square, Seattle, WADIGITAL STOCK CORP.Business & IndustryObj. A: #008
39Digital-based photography sources: T/MAKER COMPANYClickArt PhotosObj. B: #TRNGR020Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA 94041; tel. (415) Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright by T/Maker Company. All rights reserved.
40Copyright:All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.